FVP:USESEC130 Political Marketing and Electi - Course Information

USESEC130 Political Marketing and Election Campaign Strategies

Extent and Intensity

1/1/0. 4 credit(s). Type of Completion: z (credit).

Teacher(s)

Mgr. Lukáš Vomlela, Ph.D. (seminar tutor)
Mgr. Lukáš Vomlela, Ph.D. (lecturer)

Guaranteed by

Institute of Central European Studies – Faculty of Public Policies in Opava
Contact Person: Mgr. Lubomír Hlavienka, Ph.D.

Prerequisites (in Czech)

FAKULTA(FVP) && TYP_STUDIA(B) && FORMA(P)

Course Enrolment Limitations

The course is only offered to the students of the study fields the course is directly associated with.

fields of study / plans the course is directly associated with

• Central European Studies (programme FVP, B6702-MTS)
• Public Administration and Social Politics (programme FVP, B6731-SPSP)

Course objectives

The aim of the course Political Marketing and Election Campaign Strategies is to make the students familiar with the election marketing and election campaigns from a point of view of contemporary development of politics. The course comprises two main parts. At the lectures, the principal approaches to study of election campaigns and development of political marketing will be gradually introduced to students. The practical examples and approaches, which are carried out in a process of election campaigns in the Czech Republic and in the world, will be added to theoretical knowledge. Another part of the course will include seminar tasks in which the students will use the findings acquired from theoretically focused lectures. The aim will be to design own election campaign for previously determined political party, including a determination of specific strategy, composition of election programme, creation of visual side of campaign, focus on separate segments of voters and choice of respective tools. In the final part of the course, the students will present their own election campaign.

Syllabus

• 1. Introductory lesson. Introduction of content and nature of course and means of its completion. Introduction of practical part of a course and seminar tasks.
  2. Elections and election campaign marketing. Principal approaches and concepts.
  3. Origin and development of political marketing. Theory of election marketing and election campaigns.
  4. Election campaigns and political marketing in various types of elections.
  5. Election campaigns in the Czech Republic and their professionalization.
  6. Political campaigns and democracy. Negative and comparative campaigns. Legislature, ethics.
  7. Preparation of election strategy I. Context of elections, analysis of electoral districts, analysis of opposition, market segmentation.
  8. Preparation of election strategy II. Public opinion surveys, campaign focus, position at the electoral market, topics and programmatics.
  9. Preparation of election strategy III. Campaign budget, sequencing, communication.
  10. Election campaigns and media. Theory and practice.
  11. Election campaign - practical training I. Own design of the campaign, consultation.
  12. Election campaign - practical training II. Finalization of own design of the campaign, consultation.
  

Literature

required literature
• Lees-Marshment, Jennifer. Political Marketing. Principles and Applications. Oxon, Routledge, 2009. info
• Šaradín, Pavel a kol. Politické kampaně, volby a politický marketing. Olomouc, Univerzita Palackého, 2007. info
• Bradová, Eva. Od lokálních mítinku? k politickému marketingu: Teorie a vývoj politické komunikace a volebních kampaní. Brno, Masarykova Univerzita, 2005. info

recommended literature
• Matušková, Anna. Politický marketing a české politické strany. Brno, MPÚ, 2010. info
• NDI. Political campaign planning manual. 2009. URL info
• Jablonski, Andrzej W. Politický marketing. Úvod do teorie a praxe. Brno, Barrister & Principal, 2006. info

Teaching methods

Interactive lecture

Assessment methods (in Czech)

Kombinovaná zkouška

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.

Teacher's information

Active participation in seminars, fulfilling the seminar tasks.

• Enrolment Statistics (Summer 2025, recent)
  
• Permalink: https://is.slu.cz/course/fvp/summer2025/USESEC130